WTM: Hotel Lamborghini drives into Asia
Prestige car brands are motoring into Asia’s luxury hotels market, driven by rising demand for iconic names, reveals the WTM Global Trends Report 2012.
Upmarket brands – from sectors such as motoring and fashion – are seeking to capitalise on their cachet.
Spearheading the drive is Tonino Lamborghini, the son of the founder of the famous Italian car manufacturer, whose company of the same name launched a boutique hotel in the Chinese resort of Suzhou in June 2012, in a joint venture with local developer, Join-In Group.
Gianluca Filippi, chief executive of Tonino Lamborghini, said, "There is huge potential in the hospitality industry for our brand.
"We plan to open 40 five-star hotels in the next few years. The first will be in China, as for now our project is focused on Asian markets only.
Elsewhere, Hero Motors, India’s largest motorcycle manufacturer, announced in May 2012 that it would team with Marriott’s Edition brand on a hotel project in India.
The report also says Aston Martin – arguably James Bond’s most famous car – has extended its brand licence agreement to include property developments such as villas and hotels in upmarket resorts.
Reed Travel Exhibitions chairman World Travel Market, Fiona Jeffery, said, "These car brands are following in the tracks of other luxury names, such as fashion’s Armani and Missoni, which have established prestigious hotels in Europe and the Middle East.
Ian Jarrett
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